How do you keep your copywriting skills fresh and up-to-date?

This always sounds basic (and every one of my clients has said some version of "but I've already done this" when I bring it up), but defining the objective means knowing where your best client is in their journey. Are they in the "maybe I'll buy but I'm still not sure you're right *for me*" stage? Or are they in the "I want to buy in the future, but I'm still three steps away from being ready" stage? The answer to that question informs which stories, which hooks, and the rest of the content piece that's built off that beginning.

PART 1 Objectives are specific and measurable. To define your objective, you need to fully understand the overarching goal of the business and avoid getting stuck in the weeds of strategies and tactics.

PART 2 Go back to your 5th-grade English class and think about the WHO, WHAT, WHERE, and WHY of a story. WHO is your target audience? Define the psychographic and demographic traits that make them unique. WHAT is your product? You must truly understand the ins and outs. Don't get stuck in the specifics of a product, but focus on the outcome and the need it fulfills. WHERE is your audience? Have clearly defined geographic details so you can dive into how the audience lives. WHY does your copy and the product you're selling matter? Think on how does the product fit/solve a DESIRE in the audience's life? Desires for a specific identity, lifestyle, fixing a problem, etc.

PART 3 Ideally, your account executive or client can provide a clear objective and the WHO/WHAT/WHERE/WHY of the product you are selling as they work as the starting point and framework for your copy. If they don't, ASK THEM for it. Copy that does not work under a clear objective and strategy is typically a waste of time.

Beware, It is easy to lie with KPIs. You can increase CTR by offering free items but increased sales or leads do not necessarily follow If people only click to get free stuff. This is not to say that metrics typically considered "vanity metrics" can never be useful. In the right context CTR, views or engagement can be predictive of more valuable KPIs like sales. To determine your primary and secondary KPIs It's generally helpful to start with the most important KPIs and work backwards. Use both KPIs and common sense when determining the efficiency and effectiveness your copy.

Many copywriters pride themselves on not being 'numbers' people, but knowing and understanding your KPIs should be an essential part of the creative process. KPIs ensure that you are writing with a clear purpose and that your writing remains focused. Most importantly, a clear set of KPIs will provide valuable insight into what has worked and what hasn't, ultimately leading to greater success in the future.

There are two ways to look at optimizing copy. 1) Incremental Improvement: - Add or remove a word - Test variations of the same message 2) Change the angle: - Reframe the offer - Adjust the message for different audiences or stages of the user journey

According to my personal experience, there are no academic solutions for being up-to-date. You must study to be smart. Listen to the world's podcasts on related and even unrelated topics with cartoons and have good connections in your field of work.